Publix Opinion (Sep 5, 1930)

BRIGHT LOBBY SELLS RETURN OF MC. Return of Frankie Masters as M. CG. at the Tivoli, Chicago, and Anniversary Week at the Tower, Chicago, occasioned extensive lobby decoration of the two theatres, accomplished at unusually low cost. At a total expense of $22.28 and much elbow grease, Manager G. L. Brandt of the Tivoli shined up his lobby to the point where every incoming patron reacted visibly to the holiday atmosphere he had instilled. Streamers dropped from the upper foyer to the base of the mezzanine floor pillars, where they were gathered in bunches and centered on six large discs exploiting the return of -Masters and the forthcoming picture. Two gross of vari-colored balloons completed the display. Gala aspect of the Tower’s lobby was achieved by Manager M. Connor at a cost of $39. Under the main chandelier a cylindrical hanging of green paper fringe spread out via streamers in sunray fashion. More than five hundred balloons made a colorful bid for the eyes of patrons, together with pennants, bunting, etc. Huge cake and floral decorations were promoted in the neighborhood. FULL PAGE ADS ON “FEET FIRST” Philco is inserting full page advertisements in six publications featuring photographs of Harold Lloyd in “Feet First.’ The ads are another of the “no distortion” series which the radio concern has inaugurated and they tell the readers that the picture will soon be seen in leading theatres everywhere. The ads will appear in the November issues of the American Magazine, Photoplay and True Story, the September 27th issue of Liberty, the September 29th issue of Time and the October 31st issue of Life. Your newsdealer may permit you to slip inserts in one or more of these magazines. Remember that the magazines must not be defaced with rubber stamps or ARTHUR J. MOLSTAD Fifteen years of practical theatre experience, preceded by an intensive business colcourse Ajthoroug ‘iknowledge of successful theatre ‘| years in show business, Molstad worked in every capacity in the theatre, from bill poster to manager, and consequentl y Molstad is well acuainted A. J. qa with every phase of theatre operation. Prior to his joining the ranks of Finkelstein & Ruben in 1926, as assistant manager of the State, Eau Claire, Wisconsin, Molstad worked for the Albert Lea Amusement Corporation in Minneapolis, and also for V. P. Valleau, an independent theatre owner. Molstad received his a2 assignment in December, 1 5 HUGO PLATH The nickelodeon days of show business lay claim to another Publix manager in Hugo ‘|)Plath of the “|Ritz, Wes; laco, Texas, || who entered “j{t he motion picture field in 1912 as i}doorman and jj projection rewinder of the Gir eisicieant, Temple,Texas, one of the first 5 and 10 cent showplaces to appear in that state. Plath rose to the position of man Hugo Plath When the E. H. Hulsey Circuit purchased that house, Plath was retained as manager. The Hulsey chain later merged with Southern PUBLIX OPINION, WEEK LEO M. RIDOUT r of the Pp ‘| dently ilated the Star ‘17 n Denison, Ridout L. M. hind counter practices and embarked upon a@ VOocation of satisfying the entertainment wants of the local populace. During his extended stay in Denison, Ridout has worked for Southern. Enterprises, Dent Theatres and Publix, in the order named, resulting from acquisition of the theatre originally constructed by the elder Ridout. CHARLES D. COOLEY About 20 years ago, Charles D. Cooley, manager of the Seminole, Tampa, Fla., was en4 gaged in the hat j|/ time was ripe jjto enter anjjother phase of the enter profession—theatre manage|] ment. Since then he has been actively ~jlconnectjjed with that branch of the tn Ino by : Spent arrive ion OD Cooley, America severalyears before, Cooley organized the Strand Amusement Company, acting as its president and general manager, with headquarters in Tampa. Five years later, OF SEPTEMBER __“\V[EET THE BOYS!’— Kyow YOUR HE BOYS! ATION other markings! The York Theatre, Athol, Mass., will be re-opened September 12th after extensive alterations, Publix has subleased the Rialto Theatre, Lowell, Mass. 0010-009 0 09-0 0+ 00-10-9010 OO O09 DON’T GET CAUGHT SHORT At a recent grand-re-opening of an opposition theatre, after it had been closed for re-installation of sound system, ete., the sound went hay-wire throughout the entire performance. At one time, even the projection machine went dead and a blank screen resulted. The manager frantically had his organist play a few bars but the contrast between the dramatic scene of the picture with the opening bars of the organ was so ludicrous that the audience was disgusted. Accidents are liable to happen to anyone. Be prepared for them. Plan seyeral devices NOW and _ instruct your projectionist how to put them in effect when you give him the word. Perhaps some artistically designed slide, begging the indulgence of the audience while the trouble is being repaired and announcing some organ solo or non-syne number in the interim. This would eliminate the ludicrous situation of a heavy denly interrupted by a hot jazz number on the organ. Think about it! ee ee a ne ee ee eT ee eT eer eet eet ee ee fet ed ee el et ee ee ee et feet eer ay two months for renovation, . dramatic scene being sud-, O01 00+ 0-0 0+00+ 020-010-0001 0-0-1 O+-0202-O1 81-10-0101 18 OOO 10110 018+ O1 0-101 -O +O O10 OB O10 S104 010+ 001-0101 018-0: OO 0-0-0 +--+ 0 +--+ 0+ 0+ 0+ O+ O+H+ 0+ OOO O+-O+8' B+ 8+ Enterprises at which time Plath was assigned to manage a few operations in several Texas towns. He remained in the employ of Southern Enterprises until he left that organization to join the Dent Theatres, Inc. Plath remained with that firm until Publix acquired the Dent Theatres, when he was retained as manager. Cops Issue Summonses For ‘Safety In Numbers’ When “Safety In Numbers” played in the Lincoln-Dixie Theatre, Chicago Heights, Ill., Manager A. J. Damon arranged with the police Department to distribute an “Arrest Summons’; a unique card made up in the style of the regular traffic tags and which contained copy about careful driving and the importance of knowing one’s license number. The cops co-operated and handed out many summonses which caused considerable attention and comment. Damon reports that many humorous incidents resulted, and that the use of the stunt got word-of-mouth comment far beyond his greatest expectations. Classified Ad Contest Aids ‘Blushing Brides’ Plenty of free space was obtainied in the local paper for “Our Blushing Brides,” at the Imperial, Meridian, Miss., due to classified ad contest promoted by Manager Harry Rice. Names. of brides of current year were printed throughout classified section. Lucky women received guest tickets to the Imperial. Detailed information of the contest appeared in a 2 column, 20 inch ad, which also mentioned picture, star, theatre and playdates. after that organization had acquired four theatres, Southern Isnterprises, Inc., purchased all the theatres and appointed Cooley city manager. He remained in that capacity for three years and then deserted the theatre for a fling at real estate. In 1929, he reentered show business and was assigned his present position. sru, 1930 m After spending “cantile years in the ™° doing the t ‘l industry. Lewis ,entered show Db ness in w. W. Lewis left one year later to join Paramon had tree the position Re TRY f Peg ‘theatr t assailed Apes 1929, Se HARRY W. RICE The halcyon ays of show boat operat on an tent opera enter-~i d were the ‘|forerunner of |IHarry W. Rice’s theatre manage‘Tment career. At presen Rice is managing t he ‘|Saenger TheMerid ‘ling ten years of successful operation un‘|der the Saen‘|ger Theatres, ,JInc., banner. Prior to entering the employ of the Saenger organ iza~ tion, Rice toured t he country as agent for several road show companies. During the summer months he would either run a boat show on the rivers or sponsor opera performances under the ‘big tent.’ A few of the old time road show companies that employed Rice were the Foster Amusement Company of Des Moines, Klimpt and Gazolla, Kilroy and Britton, Harry Scott and Harvey D. Orr. H. W. Rice WINS THANKS OF’ | Amateur Contest Aids CUBAN REPUBLIC Aftermath of the stunt pulled in Miami by Manager Earle M. Holden, in inviting representatives of the Cuban Government to fly over for the premiere of “Dawn Patrol” at the Fairfax Theatre, is a letter from the Secretary of State, Republic of Cuba, thanking him for the courtesies extended the official party. , Papers went for the letter as strongly as they did for the original story. Free Envelopes For Mailing Magazine Patrons of Perth Amboy theatres receive copies of the New Jersey edition of ‘‘Nntertainment Magazine,” published by Publix New York Theatres, in envelopes furnished free by the Woodbridge Independent, Perth Amboy paper in return for a printed plug on the envelope. Tie-up made by Walter Morris manager of the Majestic in Perth Amboy. GETS OUT TABLOID “Tabloid” throwaway on ‘ = slaughter” featured tte canipeien of Manager Ray Allison of the Texas, San Antonio, on the Colgon Maren picture, Ads paid for 1 ture, theat Grosses On Picture When the State Theatre, Anderson, Indiana, played ‘Dangerous’ Nan McGrew,’ an added entertainment and advertising feature helped immensely to build grosses for Manager Harry Muller’s operation. Miss Claire Bart, winner of an amateur “Poo Poo Padoo” contest appeared on the stage and acted as Mistress of Ceremonies for a “Poo Poo Padoo” conte ; Anderson st conducted in Daily newspapers gave th cont lots of space and the ayer om ne, contest and presentation n Only was a box-office attracon in itself, but centered attrac tion on the sh ‘ Nan MeGrew. ite of ‘Dangerous Circulation Building Gag Plugs Attraction “The Sa the Saeneen eae Syracuse” at ceived a tion in th newspaper ci test. Photo o i Dlied by Mahaeee oe ae nae appeared at the to Opy On manner o Wickets to the attr adowed by effective copy on picTe and playdates. Stunts sie i i | wo imaginati stunts heise : Sati Dlottay War’ when it played TYboq bia, Davenport, Ia, “ae Cotuy! . planned by Manager John Stunts, consisted of a newspaper Kric, in which children entereq th Neo? dogs in a “best dresseq dg bet ac theat ihe . e theatre furnish gold and theatre tickets o 0 fy which were awarded to tp2 {és comical dog, the largegt ds Oat smallest dog, and the best rh the dog. TeSteq The Davenport Democrat paper, was generous with jt, local space in announcing this ¢, Wy for it made good human fn reading. The contestants m the newspaper office and par.) to the theatre with their dort”! Two men in black face m i and costumed in ill-fitting sola uniforms carried a huge ean board razor on the street, On blade and handle of the razor y, lettered copy about the picture Intensive campaigns to ge}j th picture have also proved areas ful at the Colorado, Pueblo, Wii Manager George M. Watson fy structed his lobby in Army giyj, and also conducted a dog parade, Manager Lionel Wasson ang Publicity Director Charles Schace. fer of the World, Omaha, Neb, ro. ceived splendid co-operation from local tire company on this picturs besides using eye-catching hally. hoos on the street. Cards In Lobby Help Exploit ‘Queen High’ Manager Ollie Brownlee used a card stunt in the lobby to attract attention for his current picture, “Queen High,” at the New, Fort Smith, Ark. The stunt was actually used for the three days preceding run of picture. A table was placed in the lobby on-which was a deck of cards. Alongside of the table was an art panel stating that anyone cutting the cards and getting a Queen would receive a guest ticket to see ‘‘Queen High.” Screen For Election Utilized by Manager A large screen on the main street of Hope, Arkansas, for election returns was utilized by Frank Harting, manager of the Saengel theatre, for slides on his current and coming attractions, 48 well as several filled with good institu: tional copy. Harting offered his services % slide writer and projection mr chine operator, in return for the privilege of alternating voting Te sults with his own slides. crowd of ‘7,000 watched the re turns. LE eee FIRST FIVE First five persons making & hole in one each week at iM Tom Thumb golf course m Bloomington, IIll., receive me tickets to the Irvin theatre. return theatre gets this big a traction copy on the elu house.” Results of the teuP are excellent, according Ralph Lawler, city manage